Conservative communications guru Frank Luntz has written the playbook for GOP opposition to the Obama administration's health care proposal. His plan, which is heavy on framing the president's proposal as a government "takeover," is already popping up in statements from top congressional Republicans and on Fox News, despite the fact that no Democratic legislation has been proposed.

But when it comes to discussing who funded his messaging, the wordsmith Luntz is notably devoid of words. Asked about his funder in an interview with the New York Times Magazine to be published on Sunday, Luntz was close-lipped:

Q Who paid you to write the health care memo?

A It's not relevant.

Q A pharmaceutical company?

A No pharmaceutical company was involved.

Riiiiiiight, it's not relevant who paid for the memo – a memo with talking points now being parroted by Fox News and other conservative media outlets and figures. I know it may be a bit of a stretch to expect Luntz to understand that this is an issue about his credibility as a pollster – if he has any left – but it's the right thing to do. Come on Frank, answer the question.